This is the second in a series of five articles on the movers and shakers who shape some of Canada’s most important economic and policy decisions.

When Bruce March took the reigns from Tim Hearn at Imperial Oil Ltd. in 2008, he brought considerable clout to the table. Armed with a background of many years of oil refining experience as a rising executive, he knows the industry inside and out. Hearn left March a company that had no debt and was pushing ahead on some of the largest projects in the oil and gas industry, particularly in Alberta’s oilsands. But March also inherited a global public relations battle as the industry continues to struggle with negative perceptions about its environmental footprint.

True to form, March took on the challenge in stride. “We need to do a much better job of communicating the value of the oil and gas industry in general to the country and to the world, and the oilsands in particular,” he said upon taking over as chairman, CEO and president. “At the end of the day… I think where our governments are going to play an important role is: Are they going to let other countries’ special interest groups set the public policy agenda for our country? Both at a federal and provincial level, I think we would be highly remiss if we let that happen.”

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Since then, March has worked alongside his industry peers to form the Canadian Oil Sands Innovation Alliance (COSIA), a loose-knit partnership among the industry’s leaders to address the environmental challenges facing the industry, along with perceptions — or, more accurately, misperceptions — about the reality of developing the second-largest oil resource in the world. He also helped establish the Imperial Oil-Alberta Ingenuity Centre for Oil Sands Innovation at the University of Alberta in 2008 shortly after joining Imperial Oil.

March wields considerable power in the oilpatch and he has proven his merit with a reasoned approach that has also brought shareholders significant returns in recent years, even as oil prices have considerably fluctuated. He saw the company through the recession in 2009 as prices plunged and came out on the other side with a company that’s poised for continued growth.

March’s role is far from a ceremonial one. Bringing international refining experience to bear on Imperial Oil’s operations, he has been highly and directly involved with the implementation of the firm’s projects. His management style has been described as direct, frank and rational.

Behind the scenes, March has worked with industry players to position the company with a strategic, long-term view of the development of the industry. He views it on a 100-year trajectory, not quarter by quarter. He’s a man of alliances, partnerships and working with business, government and academia to address issues such as climate change and the risks associated with developing such a vital resource.

It’s difficult to find anybody intimately connected with the industry who would doubt March’s resolve when it comes to the environmental aspects of the business. He has been an adamant and outspoken advocate of investing in solutions to ensure the oilsands improve their results — and image — for all stakeholders. In 2011, Imperial Oil’s total research investment surpassed $100 million, focused mainly on the oilsands. He has targeted new technologies that make production more efficient and result in less of an environmental impact.

Make no mistake: he’s hardly a tree hugger. But his efforts appear genuine. “There is no question that there are environmental risks,” he said in a 2011 speech to the Canadian Manufacturers and Exporters (CME). “And it is equally true that our industry has been challenged in the court of public opinion, in large part due to misinformation about these risks.”

Pragmatic as ever, the leader of one of the country’s largest oil and gas companies remains a major force in the industry. As energy companies continue forward on their $100-billion development of the industry, all eyes will be on March as a vital force in Canada’s energy field.

ENERGY MVPs

Asim Ghosh
> The CEO and president of Husky Energy Inc., one of Canada’s largest integrated oil and natural gas companies, once presided over India’s second-largest mobile phone provider.

Murray Edwards
> The chairman of Canadian Natural Resources has long warned of the growing dependence of Canadian oil and gas companies on the U.S. market.

Perry Spitznagel
> The managing partner and vice-chair of Calgary law firm Bennett Jones LLP keeps a low profile, but he’s been involved in $25 billion worth of transactions.

Gary Leach
> The executive director of the Small Explorers and Producers Association of Canada is one of the frontrunners in challenging the public’s perception of the oil and gas industry

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